The role of corporate credibility and bandwagon cues in sponsored social media advertising

PurposeSponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers feel that they are directly targeted. Hence, the current study examines whether prominently featuring corporate informati...

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Bibliographic Details

Published in:	Corporate communications Vol. 25; no. 3; pp. 495 - 513
Main Authors:	Li, Ruobing, Vafeiadis, Michail, Xiao, Anli, Yang, Guolan
Format:	Journal Article
Language:	English
Published:	Bradford Emerald Publishing Limited 03-08-2020 Emerald Group Publishing Limited
Subjects:	Advertising Attitudes Between-subjects design Business communications Consumer behavior Consumers Credibility Decision making Digital media Scandals Social networks Corporate credibility Social media advertising Bandwagon effects Emotions
Online Access:	Get full text
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